The Influence of Artificial Intelligence on Consumer Trust and Online Purchase Intention
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Abstract
The objectives of this study were to (1) examine the influence of quality of AI recommendation systems and perceived AI chatbot service quality on consumer trust; (2) investigate the effect of privacy concerns on consumer trust; (3) examine the influence of consumer trust on online purchase intention; and (4) explore the indirect effects of quality of AI recommendation systems, perceived AI chatbot service quality, and privacy concerns on online purchase intention through consumer trust. This study employed a quantitative research design. The population consisted of consumers aged 18 years and above who had prior experience purchasing products through online platforms utilizing artificial intelligence technologies in the form of AI recommendation systems and AI chatbots, including Shopee, Lazada, and TikTok Shop. A total of 450 respondents were selected using convenience sampling. Data were collected through an online questionnaire. Descriptive statistics and preliminary analyses were conducted using SPSS, while structural equation modeling (SEM) with AMOS was employed to test the research hypotheses.
The findings revealed that quality of AI recommendation systems and perceived AI chatbot service quality had significant positive effects on consumer trust, whereas privacy concerns had a significant negative effect on consumer trust. Furthermore, consumer trust had a significant positive effect on online purchase intention and served as a significant mediating variable between quality of AI recommendation systems, perceived AI chatbot service quality, privacy concerns, and online purchase intention. These results indicate that consumer trust functions as a critical mechanism linking technological quality and privacy-related perceptions to consumers’ online purchase intention.
The findings provide practical implications for e-commerce entrepreneurs and digital marketers in leveraging AI technologies to enhance service performance and effectively manage privacy concerns, thereby strengthening consumer trust, increasing online purchase intention, and supporting sustainable growth in the e-commerce sector.
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References
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